How Sensitive are Indonesian Customers to Sexual Appeal Advertising? (A Study of the Axe TV Commercial, “Heaven on Earth”)

Diana Sari, Winton Winton, Philip Trebilcock

Abstract

Previous studies have shown somewhat of a contradiction in the effect of sexual appeal advertising on purchase intention. This research aims to examine from an Indonesian perspective the consumer response to sexual appeal advertising and the subsequent purchase intention toward the products advertised. Through advertising, companies seek to be seen as the providers of creative and innovative products. Therefore company success increasingly relies on advertising appeal. One of these appeals is sexual advertising that is considered to be uniquely able to attract the attention of consumers and strengthen the brand with favorable associations. Such appeal eventually influences purchase decisions and stimulates purchase intention. This research uses quantitative methods through a consumer survey and simple regression analysis. Samples included 120 heterosexual men in the 15-24 year age group who reside in Indonesia’s third largest city, Bandung. Results show that the consumer response to sexual appeal advertising of AXE is positive and consumer purchase intention of AXE products after watching the “Heaven on Earth” advertisements series is strongly positive. Sexual appeal advertising is shown to have a statistically significant positive effect on Indonesian consumers’ purchase intentions.

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